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Mapping Your Customer Journey and Optimising Your Conversions

by Justin Prinsloo

Feb 2, 2019,

user experience

If you haven’t given much thought to customer journey mapping before, you are certainly not alone. A lot of businesses create an entire digital marketing strategy and hope for the best, not realising that mapping your average customer journey is a key part of online success. It isn’t simply enough to have a great marketing strategy in place, you also need to know how your customers interact with your website. It can provide a huge insight into who uses your website, when they use your website and how they turn into a lead or sale. In fact, with good customer journey mapping you may even be able to tell the precise moment when a customer tends to leave the website before getting in touch. Not only is this extremely helpful in regards to making improvements to your website, but it’s useful information to have if you are hoping to boost conversion rates overall. Think about it, online success relies heavily on converting website visitors into leads and customers.


Why Do People Struggle With Mapping a Customer Journey?

A lot of people struggle with mapping their customer journey, as there’s not a lot of information out there about what you should be doing with the data. We all know that personalisation is key and people benefit from a customer journey that is somewhat tailored to them, as everyone is different and personalisation is engaging. In order to do this, data must be collected. Sure, it’s possible to use an array of online tools to collect information about your customers and what they do. However, knowing what to do with this information is something completely different.

With a lot of tools being used, data tends to be spread out and complex. It isn’t always easy to compare and contrast. Data is always extremely varied but it’s important to note that this is a data problem and not a marketing problem. In order to deliver an optimum user experience and ideal customer journey, a variety of data needs to be able to communicate. It isn’t a case of improving your marketing efforts, it’s a case of knowing how to combine data to gather accurate and useful results. It’s unlikely that you will need to change your digital marketing strategy in order to improve your journey mapping, it’s usually a case of learning what to do with what you collect. Struggling with mapping your customer journey is a data problem, not a marketing problem.


How to Map Customer Journey and Optimise Conversions

Before you begin with mapping customer journeys and optimising your conversions, you will need to look at your existing leads to find an optimum persona. Though every customer is different, the chances are that you will have an average customer persona. You should work with this in mind. Rather than starting with mapping every individual person who visits the website, map this specific customer journey. Look at how they navigate the website, consider the pages they look at, what they are looking for and what do they do. You should be able to define a clear lifecycle of their time on the website. With this information, you will have a better idea of their customer journey. Though not all user experiences are the same, it’s likely that they are somewhat similar. All businesses will have a customer type that is seen again and again.

For each step of the customer journey, you will be able to find a tool to track the data. There aren’t many tools out there that can take care of everything, so it’s likely that you’ll have to find a different tool for each step. By integrating data from these tools, you can unify and sync customer data for the entire website. Wherever a customer goes, you will have data to reflect what they do. It will help you to understand how customer data flows through your website and where the ideal place is to try for a conversion.

A lot of people struggle with getting started, as it can seem like a daunting task if it’s not something that you have done before. Most experts tend to favor starting at the end of the customer journey and working their way backwards. Start with a purchase and work back to see how the customer ended up there, or start with someone asking for a free trial and work backwards to see what turned them into a lead. When you know what marketing techniques are working in regards to converting someone into a lead or customer, you can better organise your digital efforts. You’ll know what’s working and what isn’t working. You’ll know where to focus your time and resources.


Improve Your Conversions With Peaky Digital

Regardless of the services or products that you are selling online, there’s always room for improvement. There’s always the option to better map your customer journey and there’s always the opportunity to boost your conversion rate, even with the smallest or newest of businesses. It doesn’t matter what your business does or what specific industry you work in, mapping your customer journey and optimising your conversions is a vital part of success. Mapping your customer journey one of the best ways to truly understand the experience that your average customer has when they arrive on your website, as well as helping you to pinpoint where exactly improvements can be made. However, it’s not always easy to take this on by yourself. If you are relatively new to the world of digital marketing or you are not confident in mapping and optimising yourself, our experts can help. At Peaky Digital, we have a wide range of services to guide you through the process. To find out more, get in touch with the Peaky Digital team.

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